Secoo Explains the Four Major Types of Luxury Shoppers in China

BEIJING — Working with Tencent, Chinese online e-commerce platform Secoo has new findings about how best to appeal to the diverse groups of Chinese high-end shoppers, breaking down the outsized luxury market into four key segments. “If we want to win this market, it’s not just delighting one kind of consumer,” said Nicole Yang, Secoo’s chief marketing officer. “You need different strategies for different subgroups.” Nicole Yang  Courtesy Here, Yang breaks down the market: 1. Delicate Piggy Girls A nickname derived from Internet slang, this group is comprised of mostly young females who purchase an average of 5.7 times a year, spending about 5,000 renminbi, or $742 at current exchange, each time. They like to mix high and low, although their buys are concentrated mainly in makeup, fragrance and bags. They are generally passionate about learning more about luxury goods and once convinced, can become strong advocates for the product, spreading it on social media. “The dedicated piggy girl, they are very interested in all the celebrity gossip and TV series, entertainment, and all the things related to celebrity,” Yang said. 2. The Trendy Cool Men This group of men only make purchases on average 4.8 times a year, but the average value of their basket is very significant. It’s

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